Top Secret! When Hershey of Canada let Consumers Name a Bar!

Checking my files and my memories of various candy promotions, I can’t recall any instance of a major candy company letting consumers vie for a chance to name a bar. But sometime around the year 2000, that’s just what Hershey of Canada did with an unnamed bar that was at least temporarily called Top Secret.

I have both the “Top Secret” wrapper in my collection as well as one that came out after the contest winner was chosen and the bar was officially named. Typically, when there’s any kind of contest or sweepstakes having to do with a candy or chocolate bar, there are expiration dates included on the wrapper. It’s great information to be able to have, as so many vintage wrappers didn’t typically have “Best By” dates on them. But in the case of Hershey’s Top Secret promotion, there was no expiration date, merely directions on where to find contest information. It would seem even the contest details were top secret.

So I can’t tell you too much about the promotion other than that it did occur, because I have the wrappers to prove it. So here they are.

[Edit: After posting today’s article, eagle eyed CollectingCandy.com reader Frank Forrester searched the Internet Wayback Machine and discovered the original promotion page for Hershey’s Top Secret from the MuchMusic site. Special thanks go out to Frank, and because of his research, I can now include this screenshot of that page in today’s post.]

MuchMusic webpage for Hershey Top Secret promotion – May 2000

The original page featured an animated GIF, and fortunately I was able to capture that as well… so here is the original animation.

So that’s what I know about Hershey’s Top Secret promotion and the Avalanche bar it named. As I said, it’s the only instance I know of a major candy manufacturer asking consumers to name a bar for them, which makes it a pretty significant piece of confectionery history in my book. And that’s everything for today.

See you next time!

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About Jason Liebig

A New York City based writer, editor and sometimes actor. After spending much of the 1990′s in the comic book business helping tell the stories of Marvel Comics’ X-Men as series editor, he has since split his time between developing his own entertainment properties while still consulting and working on others.
Having been described as “the Indiana Jones of lost and forgotten candy”, Jason is one of the country’s premier candy collectors and historians with his discoveries appearing in countless blogs, magazines, newspaper articles, and books.
Always happy to share his knowledge and unique perspectives on this colorful part of our popular culture, Jason has consulted with New York’s Museum of Food and Drink and has also been a featured guest on Food Network’s Heavyweights, France’s M6 Capital, and New York’s TheActionRoom.com.
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3 Responses to Top Secret! When Hershey of Canada let Consumers Name a Bar!

I thought I would see if I could find any info on this bar with dates. Using the Wayback machine I was able to find mention of the contest on Muchmusic.com as early as May 19th, 2000. Here is a link to that page http://web.archive.org/web/20000815064740/http://www.muchmusic.com/events/hershey/
When you click on the link it leads to the entry form with a list of prizes but no end date, and the contest rules link leads to a bad page.